Sr. Manager, Lifecycle Acquisition

About You

Nutrafol is seeking a Senior Manager, Lifecycle Acquisition to own end-to-end strategy and execution of our lifecycle marketing programs that drive new customer acquisition. This is a hands-on leadership role sitting within our Growth organization and reporting into the VP, Performance Marketing, where you'll set the strategic direction for our email, SMS, Direct Mail, and emerging owned-channel programs while maintaining deep technical fluency across the platforms, data infrastructure, and segmentation models that power them.

You're the right person for this role if you think in systems, move fluidly between strategic planning and hands-on execution, have a proven track record of using first-party data to drive measurable acquisition outcomes, and thrive on developing people and building a high-performing team in a high growth company.

Responsibilities:

• Set the strategic direction for our email, SMS, Direct Mail, and emerging owned-channel programs while maintaining deep technical fluency across the platforms, data infrastructure, and segmentation models that power them.
• Establish operational objectives and execution plans for the lifecycle acquisition function, while partnering with the VP, Performance Marketing.Lead a high-performing lifecycle marketer, manage external agency partners, and regularly interface with senior and executive stakeholders to translate channel performance into business-level decision-making.
• Own the full stack of products, including Klaviyo configuration and segmentation architecture, testing methodology and blended CAC reporting, while focusing on building a culture of continuous testing and optimization.
• Use first-party data to drive measurable acquisition outcomes, and thrive on developing people and building high-performing teams.
• Own audience orchestration strategy, partnering with Data Enablement to define and maintain the customer traits that power segmentation, given Segment as the source-of-truth data pipeline.
• Develop Lead-generation strategy and measurement.
• Stay current with lifecycle marketing trends, regulatory changes (e.g., GDPR, CCPA), and platform best practices; socialize learnings and operate procedures across the team.

Requirements:

• 7+ years owning email/SMS or lifecycle marketing channels at a DTC or a subscription brand, with a track record of driving new customer acquisition in a high growth company
• Advanced Klaviyo user, capable of working in platform, managing campaign execution, flow-building, segmentation, dynamic content, suppression logic, and deliverability troubleshooting
• Analytical ability to pull, interpret, and act on performance data without analyst support
• Proven ability to design and run A/B and multivariate tests, including holdout construction, test sequencing, and interpretation of statistical significance
• Experience building experimentation programs from scratch, not just managing executed individual tests
• Ability to build and validate audience segments in Klaviyo, from test messaging variations to high-intent vs. cold audiences, and optimize the send strategy based on results
• 3+ years managing a high-performing team (Individual Contributor level), with experience in goal-setting, performance development, hiring, and day-to-day execution management
• Ability to lead through ambiguity and build a culture of accountability and continuous improvement
• Proven ability managing external agency partners, setting priorities, holding a high bar for quality and timeliness, and escalating effectively when needed
• Comfortable regularly interfacing with senior and executive stakeholders on complex, cross-functional topics - ability to translate channel performance into business-level insights and tell a compelling story with data
• Excellent written and verbal communication skills; you can naturally brief teams and stakeholders with clarity and conviction, including writing crisp briefs and recommendations, and you can present with both data and narrative
• Ability to thrive in a high growth company, act with ownership, outcome-oriented, and comfortable with ambiguity
• Hands-on experience with “testing and learning” with hypotheses, iteration, and changing course based on data
• Strong collaborator, ability to thrive in building alignment across teams, while translating between functional business partners
• Eye for attention to detail, especially around campaign QA, tracking accuracy, and compliance